Selling Freedom And Resistance: An Ideological Rhetorical Criticism Of Apple's "Think Different" Commercial

Item

Title

Selling Freedom And Resistance: An Ideological Rhetorical Criticism Of Apple's "Think Different" Commercial

Description

This research study conducts an ideological rhetorical criticism of Apple's famous 'Think Different' commercial that aired on television in 1997. I argue that the commercial persuades viewers to believe in ideologies of freedom and resistance. My analysis shows how ideological rhetoric empowers underrepresented populations such as African-American civil rights activists. However, Apple is hypocritical when 'selling' rebellion and freedom, especially to minority groups in the U.S., given that Apple products are made in factories that employ poor people in third world countries who do not have basic human rights. Some implications of this research include how advertising and consumer products empower some populations while disempowering others.

Jamie Landau

Contributor

Keene State College

Creator

Sarah Bruno

Date

2015-04-11

Identifier

http://hdl.handle.net/20.500.12088/7545

Language

en_US

Subject

Communication

Type

Presentation

Rights

http://rightsstatements.org/vocab/InC/1.0/

Item sets

AEC 2015 Humanities

Site pages

Humanities